Uses a company study focusing on Lexus, a Toyota dealership, to examine the importance of person‐to‐person relationships in sales. Describes various features of the service strategy used by Lexus dealers. Concludes with figures demonstrating the success of the Lexus philosophy.
Davis Illingworth, J. (1991), "Relationship Marketing: Pursuing the Perfect Person‐to‐Person Relationship", Journal of Services Marketing, Vol. 5 No. 4, pp. 49-52. https://doi.org/10.1108/08876049110035657
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